In 1989, when I first sat down to write the first full member textbook for Markson Management Services, I called it, “Chiropractic Practice Management in Action.” It contained the philosophy, business acumen, strategies and tactics that I thought Doctors of Chiropractic needed to know to attain superior professional performance.
And on the back of the very first page I included a one page article, whose author remains anonymous to this day. I had a copy of “I Am Your Patient,” in my possession for years and years before deciding it was important enough to put in my text.
It has always been my belief that the most important resource in a Chiropractic practice are the patients we so diligently serve, and that while all doctors are accused of being too aloof or too busy or worse yet, non-caring – eventually it all boils down tothe patient. So, like me, I hope you learn the message contained within,
“I Am Your Patient.”
“You often accuse me of carrying a chip on my shoulder – but I suspect that this is because you do not entirely understand me. Isn’t it normal to expect satisfaction for one’s money spent?
Ignore my wants and I will simply cease to exist. Satisfy those wants and I will become increasingly loyal. Add to this satisfaction, and personal attention and friendly touches you can dream up – and I will become a walking advertisement for you services.
When I criticize your service (which I will most certainly do when I am displeased and to any who will listen to me), take heed. I am not dreaming up displeasure – the source of it lies in something you have failed to do to make our experience as enjoyable as I had anticipated. Let’s first find that source and eliminate it … or you will lose me and my friends, as well.
I am much more sophisticated these days than I was a few years ago. I have grown more accustomed to better things and my needs are more complex. I am perfectly willing to spend more money with you – I have more money to spend – but I insist on good service from you.
I am, above all, a human being. I am sensitive – especially when I am spending my money. I can’t stand being snubbed, ignored or looked down upon. I am proud. My ego needs the nourishment of a friendly personal greeting form you. It’s important to me that you recognize my
importance – that you appreciate my business. Remember, when I buy your services, my money is literally feeding you.
Whatever my personal habits may be, you can be sure of this … I am a real nut on the type of service I receive. If I detect signs of carelessness or other bad habits, ill manners or misconduct, you won’t see me again.
I am your patient now, but you must prove yourself to me again and again that I have made a wise choice is selecting your service above others. And you must also convince me repeatedly that being your patient is a desirable thing in the first place. I can after all put my business elsewhere.
But you must provide something superior enough to beckon me away from other places where I might spend my money. You must provide incentive for me to do business with you.”
That was terrific, was it not? Read it over and over again and never forget
the lesson of, “I Am Your Patient.”